“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market

• Autor(a) principal: Vieira, Tacicleide Dantas
• Data de Publicação: 2022
• Outros Autores: Camargo, Gabriella Cristina Vaz [UNESP]
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://dx.doi.org/10.26512/les.v23i1.37030; http://hdl.handle.net/11449/246230
• topic: advertising film; ideological sign; pandemic chronotope; uterrance; VIVO

The pandemic of the new coronavirus has (re)configured several projects of saying, in the varied spheres of discursive communication. In advertising, the responses elicited were quick. An example is the utterance “Conexão” (2020), which belongs to VIVO's campaign “Tem hora pra tudo” (2018/2020), which is the corpus of the analysis. In order to interpret this advertising film in its concrete and living enunciative unit, understanding its meanings/values/positions, we resort to Bakhtinian theoretical-methodological propositions, above all to the notions of chronotope, ideological sign and utterance. Through the analysis, we found that the brand's enunciative choices resignify its campaign for the “connection” (virtual) as social value and merchandise.